In tough economic times, driving sales is the absolute imperative. Companies are hesitant to invest in initiatives that won’t provide an immediate return. This maxim is particularly true in the retail and e-tail industries, as most stores eschew lofty branding initiatives in favour of hard core traffic driving promotions.

Social media is a channel that typically shuns hard-core promotional campaigns. It’s a conversational media. It’s soft sell. It’s part of the way that brands will be built from this point forward. And while there’s been no shortage of excitement and attention paid to social media, we may find its popularity may whither as brands turn to programs they know can drive the top line.

Technology Adoption Curve - Where do you think we are with social media?

Social Media Adoption Curve

But before you give up rooting for social media, there is a pathway that might serve to help secure its place in the marketing mix. Social media’s kissing cousin Social Commerce (a blend between social media and e-commerce) has the potential to legitimize social media because brands can effectively and efficiently monetize and measure their social media investments in a matter that the c-suite can understand.